Reezy for NicNac
NicNac is the market leader in the segment of dough-coated peanuts and has been creating snacks for consumers all over the world for generations.
To promote their products in Germany they teamed up with Reezy, a well known German rapper, singer, entrepreneur and producer who combines hip-hop, R&B, and trap with modern sounds and emotional lyrics. Reezy is considered one of the most influential artists of his generation, known for his authentic lifestyle, creative aesthetics, closeness to fans, and sense of the zeitgeist.
As part of the campaign Reezy became the ambassador of the “Nac’s Level” newcomer talent search to strengthen the cultural relevance of the NicNac’s brand in the German hip-hop community—especially among Gen Z and the defined target group – the “Witty Wavers” and of course to create authentic content together.
In the NicNac’s Rap Booth – an oversized NicNac’s bag – young artists had the chance to perform live with their own lyrics, using pre-produced crunch sounds of NicNac’s as their beat. The performances were streamed via TikTok, Instagram, and YouTube. The booth made stops in Frankfurt, Munich and Hanover.
The winner was George Yang from Hamburg. He won a recording session with one of Reezy’s producers from his Teenager Forever Camp and a personal meet and greet with Reezy.
Spark was tasked to draft the longform agreement on behalf of NicNac and their agency Serviceplan in regards to the collaboration including Reezy’s personality rights.
